Role of Digital and Social Media Marketing in Contemporary Businesses

This article analyzes the role of digital and social media marketing in contemporary businesses. It covers marketing, marketing mix, social media marketing, and digital marketing. It also includes effective social media content and campaigns.

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Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Marketing.....................................................................................................................................1
Marketing mix and where communication mix fits.....................................................................1
Digital marketing.........................................................................................................................3
Social media marketing...............................................................................................................3
Why social media and digital media marketing and important in case of contemporary
businesses....................................................................................................................................3
PART 2............................................................................................................................................4
Social media contents..................................................................................................................4
Screenshots of effective campaign..............................................................................................4
Why social media content is effective.........................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
In modern era, marketing takes place in multiple forms. Marketing performs three things
that are capturing attention, generating awareness of prospects and convert. It researches along
with analyse consumers all time, send out surveys, conduct focus groups and study purchase
habits (Molho, Vilhena and Sousa, 2021). The assessment is prepared for analysing role played
by digital marketing and social media marketing. It explains marketing, marketing mix, social
media marketing addition to digital marketing. It also includes social media contents, effective
campaigns and effectiveness associated to social media marketing.
PART 1
Marketing
In accordance to Lozano-Ramirez and Et. Al. (2021), marketing is an organisational process
for getting target segments interested in products and services offered (Lozano-Ramirez and Et.
Al., 2021). All this is possible through market research, analysis addition to understanding
interests of ideal customers. Sum of activities that are part to direct flow of commodities and
services from manufacturers to end user is marketing. It is customer centric which assist
organisations to satisfy customers beyond expectations. At same time, it enables consumers to
exercise choice along with make improvisation in consumption levels.
Within an enterprise, marketing creates demand which leads to encouraging activities of
production and distribution. In essence, it boosts industrial growth together with income levels
because of enhanced employment opportunities resulting to improving living standards through
offering superior quality and improved goods. In an enterprise, marketing has responsibilities for
identifying target markets, understand economic along with competitive characteristics of a
sector, developing new products, devise management information systems and auditing about
customers’ brand experience.
Marketing mix and where communication mix fits
Marketing mix is a tool for influencing response of buyers. In an entity, marketing mix
guides to find right combination of elements to gain addition to maintain edge over competitors.
It aids marketers to comprehend that all components work together as well as must be regarded
as a unit. it is seen as integrated tool to build effective strategy along with attach right tactics for
attainment of desired outcomes (Maheshwari, Dobson and Lawrence, 2019). Though all
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elements, it becomes easy for business to create values for customers. Elements of marketing
mix are as elaborated:
Product: Ii is what an organisation sell in the market. For marketers, it is essential to
look towards product life cycle for addressing challenges which might arise when it is in hands
of consumer.
Price: It is cost to buy a product. In a company, it depends on customer’s perceived
values about product and can dramatically change overall marketing strategy.
Place: A physical or digital location wherein customers can access, use and buy product
is said to place. It comprises distribution centres, warehousing, franchises, transport and
inventory decisions.
Promotion: It is termed to communication with particular objective of informing,
remembering together with persuading a target audience. It entails what is communicated, how
information reaches to audience, how often promotion occurs and who it is communicated to.
People: Human resources who contribute in working for company are people (Ramzan
and Syed, 2018). These are employees who interact with customers on direct basis. It comprises
performance of jobs, how customers feel for experience and how people appear to customers.
Process: It is about flow of activities through which product or service is delivered to end
users. Process comprises designing of activities, monitoring and tracking service performance,
decision about standardisation and customisation, etc.
Physical evidence: It is external environment wherein offerings are provided. Major aim
of physical evidence is to provide an ambient condition for products or services to take place.
Communication mix is a tool for exchanging information with customers. For a business,
it is essential to meet what is demanded by a customer for exceeding expectations. In this,
business is required for selecting suitable platform of kind of communication mix for conveying
advantages of products (Qurratu'Aini and Hapsari, 2019). In a contemporary business,
communication mix fits with elements of marketing mix to deliver consistent information or
message to target segments. By using effective communication mix tool, marketers reach out to
potential customers and respond patiently towards ever marketing environment. In marketing
mix, tools of communication mix fits to aware target customer segments about commodities
addition to engagement.
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Digital marketing
A method for endorsing products, services addition to brands is digital marketing. It plays
significant function to help companies grow. Digital marketing assist corporations to compete in
market even when they have huge modest budget. In present, digital is centre of everything in
market. It is more cost effective along with offer impressive investments in techniques and tools
for promotional aspects (Jiménez-Castillo and Sánchez-Fernández, 2019). To contemporary
ventures, it lets department of marketing to directly interact and communicate with customers
those who see organisational content through messages, reviews, website comments addition to
social media posts. Beside this, the mechanism also let marketers to track operations by
monitoring which ads together with kind of content are been shortly prior influencing customer
purchase decisions.
Social media marketing
It is process to connect with audiences by creating tailored content for all platforms of
social media with the hope of driving engagement addition to promoting business is social media
marketing. It is used by organisations of all sizes as well as more affordable tactics than other
tools of marketing (Seyyedamiri and Tajrobehkar, 2019). Marketers of entity employ social
media marketing for enhancing web traffic along with creating brand awareness with key
objective of product sales. It makes working of organisation easy to gain insights about
marketplace. When company is active on social media platforms, it allows them to know
opinions and interest of customers which they might not be aware of through other marketing
strategy.
Why social media and digital media marketing and important in case of contemporary businesses
Social media marketing is important for contemporary businesses as it provides huge
conversion opportunities as an outcome of greater visibility. All types of blogs, content, post or
remark posted on any social media possesses capability to drive traffic to website of firm which
makes great impression in particular sector (Algharabat, 2017). Likewise, digital marketing is
important in contemporary organisation as it improves ability for reaching foreign market place,
tracking responses to efforts made for promoting brand immediately and meet demands of
prospects in quick manner. It provides scope to reach huge customers and clients at same time as
well as within determined budget.
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PART 2
Social media contents
Creating contents and posting them on social media platforms is visible mechanism for
brand promotion on social networks. There are various contents that individuals or firms create
for multiple social networks including Twitter, Facebook, etc. It offers numerous opportunities to
business as they give the brand a presence along with voice, keeps followers loyal and drives
organic traffic which turn into leads. Some successful contents on social media networks that
works in real manner are presented below:
User generated content: A category of content provided by customers, clients,
consumers and visitors refers to user generated content. It works well because it helps businesses
to understand target people and societies in better way to build trust. With user generated
content, entities keep their stakeholders satisfied and makes them valuable in conversation. It
drives real ideas, feedback and experiences of users (User generated content that works well,
2021). It is seen that user generated content enhances engagement addition to time spent by
people on social media site. A branded hashtag assists to start conversation with people that are
unfamiliar to the company, build or re-establish loyalty among existing customers and results in
huge user generated contents.
Educational content: A content that is created to improve knowledge of target audience
is termed to educational content. Creating education content works well for a company as it
builds values for customers. Through education content, brands education customers about
benefits and usage of products to meet needs or satisfy their wants. It is a low cost means for
enabling firm to expose products and foster engagement with prospects, general public along
with competitors. It adds values to website and informative posts attract buyers. It must be
interesting, relevant together with informative in nature. Educational content gives authoritative
voice to business and edge over rivals that are not creating any educational content.
Screenshots of effective campaign
The term campaign is a systematic course of activities that are undertaken to attain specific
purpose (Liu, Perry and Gadzinski, 2019). A campaign is said to be effective when it is
shareable, engaging and is based on offline as well as online marketing tools. Screenshots of
some effective campaign are underneath:
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Screenshot 1:
The screenshots of campaign presents that it goes without speaking that “Share A Coke”
is noteworthy and effective campaign organised by Coca Cola. It was trailed in 2011 and resulted
to around 7% increase in sales volume. It was effective as it gave chance to target people to order
personalised coke bottles by using Facebook App. In this, 10C communication model of
marketing is referred. The model is about communicating with target audience with the objective
of enhancing customer base. So, as per the model, campaign must present information concise,
complete, clear, courteous, considerate, correct, coherent, creative, credible and concrete. The
campaign achieved massive success on various social media networks because it resulted in
analysing that people love to share posts or images of Coke bottle with names on side.
Screenshot 2:
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From the screenshot, it is determined that Starbucks is most successful addition to effective
brand on networks of social media. One of the campaign of Starbuck that was effective was
“#UnicornFrappuccino’ that promotes availablity of Unicorn Frappuccino to purchase for three
weeks in the month of April 2017 but the impact of campaign lasted much longer. Vibrant
coloured concoction and sugary drink exploded on social media that was no accidnet. It was
believed that Starbucks did it deliberately to assure that loyal customers post about it. Even now,
the campiagn is linked to around 154000 images on Instagram alone. In this, referred established
model of digital marketing is Honeycomb model that is framework to set out significant forces
behind social media ecology that all marketers, users as well as platforms operate within. The
building blocks of the model includes identity, presence, relationship, reputation, groups,
conversations and sharing (Holgado-Ruiz, Saura and Herráez, 2021). All these impacts on
company by data privacy controls, creating and managing reality. Managing structural along
with flow properties, monitoring strength, membership rules, conversation velocity and content
management.
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Why social media content is effective
Content creation on social media is effective way to get the brand noticed. It is effective
because it has potential for reaching to end consumer than other offline channels. It fosters
brand’s presence on various social media networks which permits in interacting with audience
along with build loyal customer base (Chaffey and Smith, 2017). Content posted on social media
not only connect prospects with firms but also aids to search reviews and perceptions of them for
the businesses. Social media contents are effective as they enable to add values to stakeholders
and permits in faster communication with greater relevance. It creates interactivity and allows to
promote products to only demographics that company wants to reach. It gives more bang for
buck, provides with measures that are essential to prove marketing investment and saves time.
CONCLUSION
From the project, it is concluded that marketing is an action for creating addition to
maintaining demand, competition, relevance and hence forth. It is proficient way for engaging
customers, driving sales, keeping conversations going, maintaining reputation, creates brand
awareness and establishing relevancy. In modern era, digital marketing plays role of providing
equal opportunities to all businesses, helps in conversions, enhance revenues and increase brand
reputation. Social media marketing is needed by a firm to get attention from prospects,
communicate authority, show authenticity, encourage engagement, provide support and grow
affordability. Educational content and user generated content are some effective social media
content created by people, customers and clients.
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REFERENCES
Books and Journals:
Algharabat, R. S., 2017. Linking social media marketing activities with brand love: The
mediating role of self-expressive brands. Kybernetes.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Routledge.
Holgado-Ruiz, L., Saura, J. R. and Herráez, B. R., 2021. Activism in the Digital Age: Social
Movements Analysis Using User-Generated Content in Social Media. In Advanced
Digital Marketing Strategies in a Data-Driven Era (pp. 99-122). IGI Global.
Jiménez-Castillo, D. and Sánchez-Fernández, R., 2019. The role of digital influencers in brand
recommendation: Examining their impact on engagement, expected value and purchase
intention. International Journal of Information Management, 49, pp.366-376.
Liu, S., Perry, P. and Gadzinski, G., 2019. The implications of digital marketing on WeChat for
luxury fashion brands in China. Journal of Brand Management, 26(4), pp.395-409.
Lozano-Ramirez, J. and Et. Al., 2021, July. The Role of Digital Marketing for Aesthetic
Tourism: Understanding Tourist Behavior. In International Conference on Applied
Human Factors and Ergonomics (pp. 649-656). Springer, Cham.
Maheshwari, V., Dobson, P. and Lawrence, A., 2019. Digital and social media
marketing. Contemporary Issues in Marketing: Principles and Practice, pp.221-54.
Molho, C., Vilhena, E. and Sousa, B., 2021, June. The role of digital marketing communication
in brand equity: A study applied to Altice Forum Braga. In 2021 16th Iberian
Conference on Information Systems and Technologies (CISTI) (pp. 1-6). IEEE.
Qurratu'Aini, H. and Hapsari, A. Y., 2019. Interests influence of digital marketing product sales
in exports by SMEs in bandung. Global Business and Management Research, 11(1),
pp.217-225.
Ramzan, U. and Syed, A. R., 2018. Role of content based social media marketing in building
customer loyalty and motivating consumers to forward content. Journal of Internet
Banking and Commerce, 23(3), pp.1-20.
Seyyedamiri, N. and Tajrobehkar, L., 2019. Social content marketing, social media and product
development process effectiveness in high-tech companies. International Journal of
Emerging Markets.
Online:
User generated content that works well, 2021. [Online]. Available through: <
https://www.smartinsights.com/social-media-marketing/3-keys-repurposing-user-
generated-content-social-media-strategy/>
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